How can you give free information to your clients and prospects, instilling trust, without being known as someone who’s always giving it all away? 

Who’s run into that question before? ((raises hand)) 

It’s Good To Educate Your Audience

When we have insights and industry knowledge, we want to share the information and educate our audience. This is our way of helping them maneuver complicated topics and  letting them know they can count on us as a trusted source of information. It’s a gentle step in the sales funnel. 

But – we run into trouble when we are perceived as giving away ‘free stuff’ ALL the time. Then, when we have an offer to sell, the subconscious reaction of our audience is ‘why should we pay when we’ve been getting so much for free?’ 

It’s a good question – so we have to walk a very narrow tightrope – giving vs selling. 

Here Are Some Guidelines To Help You Navigate This Tricky Route: 

  • Content – are you coming up with something new to deliver for each of your marketing channels? 
  • Time – is your content based on live events where you give your knowledge? 
  • Wording –what you name your event/content may mean a world of difference. 
  • Call To Action – are you following your material with an “ask”? 

Here’s How It Works 

  • I write new content each week and share on my blog, then repurpose on my LinkedIn, Google Page, and email campaign. Even though it’s weekly, I’m not taking up more than a few minutes of my time, and I repurpose as much as possible. At the end of each post, I invite readers to schedule a follow up (discovery) call with me. Pass/Fail: Pass!
     
  • I set up a live webinar, spend weeks inviting people and marketing it; call it a One Hour Free Training; and then schedule another free live hour session a few days later hoping to get more people interested.  Pass/Fail: Fail! 

How Can We Fix Scenario #2 So That Is Passes The Test? 

I would record myself giving a webinar, give the event a name like “How To…” without using the word “free”; use my email marketing and social media to get people to register for it during their choice of 3 or 4 slots; and then have the technology run the webinar at that time. At the end of the webinar, there is a link they can follow to fill out a Request for Consult (google form). The forms are received via email and if the content of the form is asking for what I deliver, I send that person a link to schedule a 30 minute consult. If it doesn’t pass my test, I send the person a nice email with a couple of tips or suggestions, nothing lengthy. 

Pro Tip: 

It’s always the same material in the webinar, and it includes a brief teaching, plus proof of how I’ve helped others like them. And, of course, a simple call to action (the link to request a consult). 

Why It Works 

This is more efficient because you ARE giving away free advice, but on a limited basis, with a clear intent to ask for business, and it is not taking up hours and hours of your time. Do once, distribute several times. 

If you’re not sure why you’re giving and giving and giving and no one is buying, the answer is somewhere in this post! I can review your situation with you. Let’s refine it a bit so you can give that a try. 

Here comes the call to action –  

Let’s get you on the right path – Set up a discovery call with me.